Adobe DMP - Générer de l'engagement - eCommerce Paris 2014

© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

DMP : Générer de l’engagement par la connaissance précise de ses audiences cibles

Mathilde Arai Christophe Lauer



Adobe Fondée en 1982

Optimisation Web Marketing Cloud

Création Numérique Creative Cloud

A Propos d’Adobe


Adobe Systems

Analytics Edge Animate

Photoshop®

InDesign®

Illustrator®

DPS

Media Optimizer

Target

Social

Adobe® Creative Cloud Adobe® Marketing Cloud

Experience Manager

Campaign

Premiere

Créatifs Marketing


Générer de l’engagement en 2014


Connected profile

ID#

Onsite behavior

Email campaign Offers & responses

Display ads Customer Support

conversations

Search terms

Social media interactions

Behavioral data Transactional data Reference data

© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 7 *Photo credit: http://www. fotolia.com

16154947941146493794393619399519616502

32 years old, Single

Male


1st Party

2nd Party

3rd Party

CRM – Creative Cloud – Past 3 Years

BIZO – Professional

Axciom – HH Income $150,000+

CRM – Creative Cloud – Past 3 Years Bizo – Professional Axciom – HH Income $150,000+


1st Party

2nd Party

3rd Party




Nikon – Professional Photographer Nikon – Professional Photographer


1st Party

2nd Party

3rd Party




Nikon – Professional Photographer BIPP – teaches photography BIPP – teaches photography


1st Party

2nd Party

3rd Party




Nikon – Professional Photographer BIPP – teaches photography

Ad View – Display Campaign



1st Party

2nd Party

3rd Party






Site Data – Homepage Visit

Site Data – Homepage Visit


Dear Mark Jones,

1st Party

2nd Party

3rd Party






Site Data – Homepage Visit Email Data – Email Open

PNC's wide range of services can make banking easier, and more convenient than ever. See why PNC is the smart choice for help in meeting your financial goals. Whatever challenges and opportunities lie ahead, PNC can help. See why working with PNC to plan for life's greatest milestones is the smart choice.

Email Data – Email Open



Male

16154947941146493794393619399519616502


16154947941146493794393619399519616502


Male

Professional photographer Engagement with a Display Ad BIPP Teacher High Income

iPad, iPhone and desktop user Homepage Site Visitor

Yahoo Fantasy Sports, Baseball


Audience targeting can help an advertiser meet these objectives

Drive better performance

(increase conversions)

1 Deliver a relevant experience across

channels

2 3 Grow addressable

audiences


3rd Party

epsilon Experian V12 group BlueKai LiveRamp

TARGUSinfo Datalogix Exelate AddThis janrain

bizo Alliant IXI Acxiom Quantcast

1st Party

Partner Data

2nd Party

Display Search Social Video Email Site Mobile

Data

Audience Segment Delivery /Analysis

Data Ingestion

Data Sync / Segmentation

Audience Segment Standardization

Audience Optimization and Cross-Channel Marketing

Site Centric Apps and Mobile

CRM Offline (POS)


Signals Credit Score 780

Traits

Segments Look-alike Segment -  Modeled Segment of Converters /

Completed Mortgage Application

-  Algo Finds Users with Similar Traits

(Characteristics)

Mortgage In-Market -  Visited Site, Abandoned Application

-  Visited Mortgage Calculator Page

-  $100k+ HH income, 3rd Pary Data

-  Home Value $400K+, 3rd Party Data

Click here Enter ZIP

Sign in


Advertiser §  Attempt To Reach Target

Audience Across Digital Channels

§  Create a Relevant Dialogue - Personalize Experience Across Channels

§  Drive Site Engagement and/or Conversion

Publisher §  Understand The Types Of Audiences

Visiting Their Properties

§  Drive Audience Engagement Through Personalized Content

§  Monetize Ad Revenue (Display, Video ) – Higher CPM For Target Audience


Publishers Dilemma

$0

$5

$10

$15

$20

$25

Pric

e (C

PM)

Quantity (impressions)

Direct Sales (guaranteed)

Performance (non-guaranteed)

Premium Network Audiences: Secondary Premium Class


Use Case typiques

§  Publicité ultra ciblée

§  Retargeting

§  Anti churn

§  Upsell

§  Look alike modeling

§  etc.

Typical Usage Scenarios


Multi channel Advertising


Highly targeted advertising


Retargeting Gone Wild

24


Retargeting Gone Wild


“Anti Churn”


“Anti Churn”


Upselling

Do you want fries with that?


What is look-a-like-modeling?

§  Baseline audience

§  Algorithms used to score users across multiple traits

§  New audience pool highly correlated with baseline group


As reach increases, accuracy decreases

Algorithmic Segmentation

Acc

urac

y

Reach


AAM leads the market with unparalleled product and expertise

25 New Adobe Audience Manager projects have been conducted during 2013 80+ Clients are using Adobe Audience

Manager to analyze, score and segment profiles

#1 Adobe Audience Manager is the leading solution as per Forrester Research 5+ Years of experience in developing and

implementing a data management platform for leading brands


Adobe named a leader in Data Management Platform

“Adobe Audience Manager (AAM) leads the pack with a strong current offering and a well-defined strategy”


Select External Partner Integrations

Forecasting

Social Graph

Cross Device

DSPs

Video Attribution

Ad Servers Inventory Sources

3rd Party Providers


3rd Party

epsilon Experian V12 group BlueKai LiveRamp

TARGUSinfo Datalogix Exelate AddThis janrain

bizo Alliant IXI Acxiom Quantcast

1st Party

Partner Data

2nd Party

Display Search Social Video Email Site Mobile

Data

Audience Segment Delivery /Analysis

Data Ingestion

Data Sync / Segmentation

Audience Segment Standardization

Audience Optimization and Cross-Channel Marketing

ADOBE EXPERIENCE MANAGER

ADOBE TARGET

ADOBE MEDIA OPTIMIZER ADOBE SOCIAL ADOBE AUDITUDE

ADOBE AUDIENCE MANAGER

ADOBE ANALYTICS

CRM

ADOBE CAMPAIGN



Adobe.com Behind the scenes


ONE SIZE FITS ALL

Visitors to adobe.com

All visitors receive the same “Buy CC ”

experience

PERSONALIZATION

Creative Suite Product Owner

Photoshop Trialist

CC Free User (no downloads )

Receives a “$29.99 offer

for CC” experience

Receives a “See what you can

do with PS CC” experience

Receives a “Get started with CC.

Try Photoshop” experience

From One Size Fits All To Personalized Experience


Business objective: Convert to paid

CC Free User (no downloads )

Receives a “Get started with CC.

Try Photoshop” experience


Photoshop Trialist

Receives a “See what you can

do with PS CC” experience

Business objective: Convert to active user


Creative Suite Product Owner

Receives a “$29.99 offer

for CC” experience

Business objective: Convert to subscription


Business Impacts

Retargeting drives a 200% increase in conversion rate and a 57% more efficient Cost per Subscription.

Better Performance

Owning and deploying audiences to 15+ media partners of our choosing World-wide. Ability to reduce pixels firing on site.

Privacy & Control

Saved ~60 hrs of tag implementation Go live in Minutes vs. weeks/months

Faster to Market

Up to 32% increase in retargeting segments due to broader coverage with AAM. Exponential audience growth through 3rd party data and Look-a-likes.

Growth in Retargeting Segments

Consistent definition of audiences across countries and channels. Easily deployed in EMEA, APAC, Japan, Southeast Asian markets for global coverage.

Global Deployment


Implementing a segmentation strategy using a variety of data sources to both execute on acquisition initiatives and deliver audience

targeted content and advertising.



Aggregating Valuable Data Sources

§  Offline Subscription Database

§  Offline Preferred Subscriber

§  Network Survey Respondent data

§  Site Analytics

§  3rd Party Demographics and Interest

DATA MATCH


44

Ten Influencer Segments

BIG-BASKET BEAUTY PRESTIGE

PIONEER RIGHT FROM THE RUNWAY

ALPHA-MILLENNIAL LOVEMARK

MOM MOTOR MAVEN

ON-THE-TOWNERS

SHOPPING WITHOUT BORDERS

TECH-THUSIAST

ECLECTIC STYLIST


Segment Activation

§  Audience-Targeted Digital Advertising Campaigns via DFP

§  Subscription Offer Testing via Adobe Test&Target

§  Editorial Content Personalization Through Adobe CQ

§  Targeting E-Mail Marketing Campaigns (Cross-Sell / Up-Sell of Subscription Titles)

© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 46

Audience targeting can help an advertiser meet these objectives

Drive better performance

(increase conversions)

1 Deliver a relevant experience across

channels

2 3 Grow addressable

audiences


Digital Marketing Symposium 2014 Mardi 4 Novembre 2014 – Eurosites George V, Paris 8ème

© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 48

Q&A


Mathilde Arai - [email protected] Christophe Lauer - [email protected]

Date post:	06-Dec-2014
Category:	Business
Upload:	christophe-lauer
View:	477 times
Download:	1 times